The Study of Internal Marketing, Job Satisfaction, and Organization Commitment in Senior High School

• Main Authors: Li, Li-Tai, 李立泰
• Other Authors: Chin, Meng-Chiun
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/9ww2ac

博士 === 國立政治大學 === 教育學系 === 107 === The study aims at investigating the relationship among internal marketing, job satisfaction, and organization commitment. According to surveying the questionnaires for 356 part-time administrative teachers in senior high schools in New Taipei City and analyzing the results, data processing to Mean., SD , t-test, one way ANOVA, Pearson, Structural Equation Modelling , the main findings of this study are summarized as follows: 1. The teachers’ perception of senior high schools got above average high scores toward internal marketing, job satisfaction, and organization commitment. 2. “Male teachers toward female teachers” “Higher education teachers toward lower education teachers” and “large school size teachers and small school size teachers” had distinctive difference in internal marketing and organization commitment. 3. “Different work experience teachers” and “teachers and director toward teachers and section chief” have distinctive perception of internal marketing, job satisfaction, and organization commitment. 4. Teachers of “general high school” toward “six-year school” have more distinctive perception in internal marketing ; teachers of “vocational high school” toward “six-year school” have more distinctive perception in organization commitment. 5. The direct effect of “teachers’ job satisfaction toward teachers’ organization commitment” is less than “schools’ internal marketing toward teachers’ organization commitment”; the schools’ internal marketing through teachers’ job satisfaction have completely mediated toward teachers’ organization commitment. According to the findings and conclusions, the researcher provides the following suggestions for principals, educational administrations, and future researchers. The suggestions are conducting systematic school internal marketing, improve motivation and reward system, take renewal tendency organization commitment as an important thing, strengthen internal marketing and supportive system on female, younger administrative teachers, administrative teachers with less working experience, and section chiefs. Leading is as essential as management.For educational administrations, offering internal marketing workshop for principals can strengthen professional knowledge, establish knowledge sharing platform, exchange experience of operating school, and plan a certificate system for long term. For those who are interested in this field, principal-self-evaluation research or analysis on public and private middle school principals could be further investigated.